Sterlite Technologies, a global provider of solutions for high speed data and power transmission networks, has announced its association with Leo Burnett India. The aim is to redefine the Sterlite’s brand purpose in line with its ambition and in keeping with changing market landscape and incredible opportunities in its field of operation.

Sterlite Technologies recently completed the 100 per cent acquisition of Elitecore Technologies, a global telecom software product company in a bid to widen its telecom portfolio of offerings to global customers. The company is enriching its solution offerings along with increasing its global presence at a quick pace and the need to communicate what it stands for is of importance.

Commenting on the decision to partner Leo Burnett India, Dr. Anand Agarwal, Chief Executive Officer, Sterlite Technologies said, “In line with our current organizational demerger, we wish to redefine our core purpose and communicate clearly what we do, and how we make a difference in the life of everyone who is connected to us. It is with this belief we have appointed Leo Burnett, which has a rich history of defining the purpose for many great brands and helping them grow in complex business scenarios. They will help us re-define and disseminate our purpose amongst our employees and other stakeholders, thus laying a robust foundation for future growth.”

Saurabh Varma, Chief Executive Officer, Leo Burnett India added, “We are witnessing a tremendous change on a global and socioeconomic landscape, thanks to the evolution of Internet and a greater degree of connectivity. The services provided by Sterlite are at the very core of this spurt, impacting positively at micro and macro levels. It is very exciting to partner a company that is playing a key role in the changing dynamics of technology in our lives. We will deploy our HumanKind tools to re-define Sterlite’s human purpose and help create a sustainable brand identity amongst the company’s stake holders. We hope our rich experience in this field will eventually prove to be of great value to the organisation.”